Neo’s Swiss Roll Out

Adrian J Cotterill, Editor-in-Chief

BroadSign’s CEO Brian Dusho told us back at #ScreenMediaExpo that “BroadSign business was better than ever and that most of his DOOH Ad networks were starting to grow” and he obviously wasn’t wrong.

In the last few weeks we have seen announcements from Accenthealth, JCDecaux launching two new digital screens in London (the i on Cromwell Road and a digital 96 sheet also in Cromwell Road) and now we see Neo Advertising, the leading Swiss DOOH operator enter into a long term exclusive agreement with Balexert, one of the most important Swiss shopping malls, to install and operate something called a Digital Branding Zone.

The Digital Branding Zone will be installed in the newly built section of the shopping mall and will be inaugurated on the 4th of July 2011. The Digital Branding Zone is made up of 28 LCD screens of 46 inches controlled by Broadsign and interestingly ALL embedding the Intel AIM Suite, BroadSign’s newly integrated audience measurement solution.

The branding zone is being ‘commercialised’ by Neo Advertising people in Geneva and Zurich to Balexert tenants and third party brands.

With 43,000sqm, Balexert is the 4th largest shopping mall in Switzerland in term of size and the 2nd in term of traffic and turnover with respectively 8.5 million visitors and USD 560 million. Balexert offers a wide range of services including 115 shops and 13 cinemas.

Neo Advertising operates the largest DOOH network in Swiss shopping malls totaling 650 screens in 50 shopping malls, reaching weekly 2.5 million consumers.

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